How to become an influencer: Thought leadership the purest form of content is a valuable currency on social media. Done innovatively, strategically, and well, it can build brand loyalty for organizations and individuals, and help to attract new clients. Done poorly or carelessly, it can do the exact opposite, and turn off these same customers. How does any thought leadership gain traction today? Social medias increasing influence is now changing the entire game, compelling profound changes in content and sharing affecting how, when, where, and why certain posts turn viral.